Turn Your Content into a Magnet for Your Ideal Clients
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If you’re a consultant, coach, or solopreneur, you’ve probably felt the frustration of content creation. You want to put yourself out there, but it’s easy to get stuck—unsure of how to make your content stand out.
You’re likely tempted to stick with the usual: generic posts or overly promotional pitches that end up feeling forced. There’s a better way though.
Anyone can post content, but crafting it in a way that feels authentic and connects deeply with your ideal clients? That’s next-level. It’s not just about showing up; it’s about showing up as yourself and speaking directly to your audience’s needs.
By leaning into who you are, you can create content that resonates, builds trust, and attracts the clients you actually want to work with.
It’s time to personalize your content, make it feel genuine instead of “salesy,” and speak directly to your clients’ pain points. Here’s how to get started.
How to: Personalize Your Content to Better Connect With Potential Clients
Personalizing content is about truly understanding who your audience is, and then catering your content in a way that speaks directly to their pain points. You’re not here to talk about yourself, rather you’re there to share insights and answers to those challenges the audience has through your unique perspective as a coach, consultant, or solopreneur. These are the first 3 steps you need to take to do that:
1. Know Your Audience Inside and Out
Before you can personalize anything, you need to know the ins and outs of your audience. Our favorite way to do this is to create detailed client avatars. These personas should represent your ideal client and include key characteristics such as:
Demographics (age, gender, profession, income)
Behavior (how they consume content, what they value)
Pain points (what challenges are they facing)
Truly create a fake person for this, all the way down to common things they might complain about such as “I don’t have enough time in my day to get everything done.” All the details that would be necessary to have a complete vision of who these people are should be included in your avatars. Make sure you also include photos to really bring the persona to life. We personally love the Storybrand frameworks for this.
2. Reflect On Who You Are
Your content should primarily focus on talking to your audience’s pain points, goals, etc. But at the same time, your personality and unique perspective must be reflected in the content as well.
Lean on previous experiences, personal stories, and other parts of who you are as a person to create your content. For example, going back to that avatar, if your target audience struggles with time management, you could share how you have personally improved your time management. This also makes your content more sticky as research has found that the impact of statistics on people’s beliefs fades by 73% in just one day. But when it comes to stories? That effect only fades by 32%.
Share your experiences, values, and identity through your content while still connecting with your potential clients. In fact, this authenticity just makes your content even better.
3. Use the Client’s Language
An easy way to reach your target audience is to use their language. Speak to them by being relatable. Mirror the way they speak about their pain points and goals in your content. Using the exact words or phrases they use will increase their trust in you being the place they should go for a solution.
You can even take it a step further by quoting common client challenges in your content. For instance, actually include the avatar’s pain point, “I don’t have enough time in my day to get everything done” in the video, graphic, or whatever it is. When potential clients see these statements, they’ll feel like you understand their struggles, and that can create an instant connection.
3 Ways to Make Your Content Feel More Authentic and Less Salesy
One of the biggest challenges consultants and coaches face is selling their services without coming off as too “salesy.” These tips make sure your content feels authentic instead of promotional.
1. Focus on Value Over Sales
Honestly, the most straightforward way to do this is to avoid strictly promotional posts altogether. Instead, opt for using your content to educate or entertain your audience.
Most people aren’t going to pay for your services because you made a post that says “buy now.” But, their interest can be peaked by a post that actually solves a problem for them or teaches them about something valuable.
Focus on providing value with your content then include a CTA (call to action) that shows them where they can “buy now” if they want.
You just don’t want them to feel like you’re shoving your services down their throat. That’s the last thing you want to do.
2. Show, Don’t Tell
When creating content, use a soft approach to highlight your expertise. Don’t just tell them about how you can help, actually show them proven results. Use case studies, testimonials, or real-world examples where you can demonstrate the value of your services.
Show actual proof to potential clients so they can see the benefits of working with you without feeling like they’re being sold to. Once again, it goes back to providing value rather than being solely focused on making sales.
3. Be Genuine
If you’ve ever scrolled through LinkedIn then you’ve probably seen all the “clickbaity” content that is all over that platform. LinkedIn is a wonderful place for consultants and coaches to find clients and connect with others in their industry. However, as you’ve probably noticed, it can sometimes be polluted with an overwhelming amount of ingenuine content.
That’s why our main advice, regardless of whether you’re posting on LinkedIn, Instagram, or any other platform, is to be genuine. People can tell when you’re just trying to sell them something. If you’re genuinely trying to educate and help them with your content, they will be able to feel that.
Creating Content That Speaks Directly to the Pain Points of Your Ideal Clients
To engage your audience on a deep level, your content also needs to address their specific pain points. Implement these 3 strategies to make sure you’re speaking directly to what matters most to them:
1. Use Client Avatars to Guide Your Content
If you’ve created detailed client avatars, then you should already know what your client’s biggest pain points are. You can use these pain points to guide your content. For each piece of content you make, whether it’s a blog post, a video, or an email, ask yourself: Which pain point am I addressing?
By consciously going into each piece of content with a certain pain point in mind, you ensure that you’re always speaking directly to your target audience.
2. Create Content That Solves Problems
As a consultant or coach, it’s your job to solve the problems of your clients. That should be reflected in your content.
Actually provide solutions to solve your audience’s problems…
Answer common questions
Break down recent trends in your industry
Educate people on anything and everything relating to your field and their pain points
When your audience feels like they’re getting real value from your content, they’ll be more likely to engage and trust you.
3. Utilize Storytelling
Storytelling is one of the most powerful ways to reach and connect with your audience. We love using the StoryBrand framework to fully target customer pain points.
The goal of the StoryBrand framework is to position your client as the hero and yourself as the guide. This means they are the main character and you’re the guide that helps them reach their goals.
Convey that dynamic with storytelling. A way to follow this is to use StoryBrand scripts. By writing a StoryBrand script, you can lay a foundation that will help you understand what messages will resonate most with your clients.
Start Creating Personalized Content
Personalizing content is one of the most effective ways to create and foster client engagement. By getting to know your audience deeply, leveraging storytelling, and addressing their specific pain points, you can create content that feels authentic and connects on a deeper level. Whether you’re a consultant, coach, or solopreneur, understanding your client’s challenges and providing personalized value will increase credibility and authority.
Personalizing your content may seem overwhelming or time-consuming. If you’d like to start implementing these tactics but don’t have the time or resources to do it, we’re here to help. Learn more about how we can help you with your content here.
Ready to Launch a Content Marketing Plan for Your Small Business?
We know that carving out the time, resources, and energy to create ongoing content for your brand or business is a full-time job. That’s why we created Breezy – your instant content marketing team.
You don’t need to hire multiple full-time employees to handle all of the strategy, planning, writing, designing, and publishing of content. You also don’t have time to wrangle tons of different freelancers to get this all completed. You need one expert team that can help get all of the amazing thought-leadership and subject matter expertise out of your head and into formalized, engaging content that keeps you top of mind with your audience.
We’re that team!
See how we can help your small business, startup, or agency with a free consultation.
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